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Sneaky Facebook Marketing Tips for Attorneys

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Facebook marketing for lawyers can be challenging.

There are many different options to choose from when defining a target audience in Facebook Ads Manager.

Most law firms choose to target anyone who is located nearby, but this is not the most effective legal marketing strategy.

There’s a sneaky trick that allows law firms to narrow their audience to people who are more than likely in need of legal services when advertising on Facebook.

How to Market on Facebook Using the Recent Location Feature

Instead of defining the target audience by entering a city or zip code, select the option that allows you to target people who have “recently been in this location.”

Now, think about where your potential clients typically are before contacting an attorney.

For example, a personal injury attorney’s potential clients would most likely be in a hospital prior to hiring an attorney.

If you are a personal injury attorney, look up the address of the hospital located closest to your law firm.

Enter this address into the location field within Ads Manager.

Facebook will automatically target anyone who has been within one mile of the address you entered within the last seven days.

This means anyone who has been involved in an accident and treated for their injuries at this specific hospital will be targeted with an ad for personal injury legal services.

Why This is the Best Way to Advertise Legal Services on Facebook

Using the recent location feature gives lawyers the best chance of reaching people who are truly in need of legal services.

If you choose to target the entire city instead of a recent location, the size of the potential audience could be in the millions.

Although more people will see the ad this way, it won’t be relevant to most of them.

The recent location feature will drastically narrow down the size of your potential audience.

The ad may not be relevant to a small percentage of people who see your ad, but it will be highly relevant to the large percentage of people who have recently been treated for their injuries at the targeted hospital.

These are the people who are probably starting their search for an attorney now, so they will see your ad at exactly the right time.

This is one of many advertising tricks that can be used to acquire new clients and it’s one of the most effective strategies for marketing law firms.

Be sure to track the campaign’s progress so you can analyze its performance and make adjustments prior to launching another one.

Facebook Graph Search

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Following the example of LinkedIn, Facebook has designed a feature that allows you to add your Professional Skills to the Work and Education section of your Facebook timeline. This doesn’t mean that you need to stop whatever you’re doing and rush onto Facebook to add your skills, and you probably don’t need to have your employees drop everything they’re doing, either. But adding your professional skills to your Facebook timeline is something you should do when you have the opportunity. Why?

Obviously, you want your Facebook profile to be complete. But here’s another good reason to add your professional skills: Facebook users are beginning to use Facebook’s Graph Search feature as a partial substitute or replacement for Google. A Facebook user looking to hire someone with a specific skill or occupation can run a query with Graph Search, and your name may appear.

To include your professional skills on your Facebook profile, go to your “About” section. You’ll see “Professional Skills” in the Work and Education area. Click the Edit button and you’ll be able to add you skills. What you can add is limited to the skills that Facebook displays as you start to key in an entry, but don’t be alarmed; professionals will be pleased to know there are plenty of sub-categories. Attorneys, for example, can type in Criminal Law, Immigration Law, Real Estate Law, or a number of other options.

Despite what you may read and hear, you shouldn’t dismiss Facebook as a marketing tool. It’s simply too big, too popular, and used far too often to ignore. With the internet at their fingertips, potential clients are doing more research than ever, and Facebook is one of the first places they go. Facebook’s Graph Search feature is likely to enhance consumer research and encourage more, so be sure you’re taking advantage of everything that Facebook can offer.